A great way of convincing others about the potential of your ideas is to find the product of the product. Don’t stop at just explaining the logical solution, go on to spell out further benefits that trigger a response on more emotional level.

Example: the product of a new camera is not the photo definition but the quality of memories; the product of a deodorant is not the pleasant smell but your attractiveness to the opposite sex; the product of a new sports centre is not a place to get fit but a relaxing escape from the kids.

Try exploring your ideas to find the hidden products.

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Simon Jack

Creative Re-Director at Creative Encounters
Jack of all trades... master of a few too!

Creative communicator and consultant who likes to do things differently and empower others to come up with winning ideas and create a major stir.
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